Exam 11: Managing Products and Brands

Pretzels were first introduced as a salty snack.Later the product was repositioned as a low-fat snack to:

Dockers,which makes khaki pants for men and other business wear,unveiled a new product that was water and stain repellent.They highlighted this product with commercials of clumsy businessmen spilling coffee on their pants,only to watch it run right off and not stain.These pants would be considered a:

Figure: 11-4 -In Figure 11-4,"A" represents the final,and most difficult,step-to create a consumer-brand connection evident in an intense,active loyalty relationship between consumers and the brand or a __________.

TB Figure: 1 -TB Figure 1 shows that in 2007 CDs were in which stage of the product life cycle?

DiGiorno rising crust pizza has been available in the freezer sections of supermarkets for quite a while.The product's recent introduction of a DiGiorno cheese stuffed crust is an example of _____ and should attract new buyers.

Package and label designers face four challenges including each of the following EXCEPT:

Some singers sing a great song that shoots to the top of the chart.The singers go on tour and have sold-out concerts everywhere they appear.Just as quickly (particularly if they are unable to follow their first hit song with a second one),they are singing to half-filled concerts and then to smaller clubs,and eventually no one wants to hear them perform.Such one-hit singers are most likely categorized as _____ products.

A car manufacturer revealed a type of gas tank,that,even though,you gauge says 'empty' you still have an additional 50km left in the tank to get you to the nearest gas station.This is an example of:

When consumers consider all types of household cleaners,they are considering the _____ of household cleaners.When consumers limit their choice of household cleaners to only those that come in spray bottles,they are considering a _____ of household cleaners.

Honda Civic,Honda Riding Lawn Mowers,and Honda car wash products are all part of a(n)__________ strategy for Honda.

Promotional expenditures at the introduction stage of the product life cycle are spent on:

Mattel launched its Flava brand of hip-hop fashion dolls in response to the popularity of Bratz brand dolls sold by MGA Entertainment,which were attracting the 8- to 12-year-old girl segment of Barbie brand sales.Flava would be an example of a _______.

Mattel has contractually agreed to let Colgate use the Barbie name and image on kids' toothpaste and toothbrushes.Colgate pays Mattel a fee for the use of the Barbie name and image.This is an example of:

The marketing objective of a firm whose product is in the maturity stage of the product life cycle is to:

When a product reaches the decline stage of the product life cycle,a firm has two choices.One choice involves product deletion,where a product is dropped from a firm's product line.Another less drastic choice is to retain the product in the product line,but to reduce marketing costs.When this option called _____ is selected,advertising expenditures for the product are reduced and salespeople do not devote their efforts to selling the product.

Alka-Seltzer was made originally as a hangover remedy that cured the headache and settled the stomach.Today,you can purchase Original Alka-Seltzer,Extra Strength Alka-Seltzer,Alka-Seltzer Morning Relief (for morning headaches and fatigue),and Alka-Seltzer Heartburn Relief.To extend the product's sales to new markets,the makers of Alka-Seltzer have used:

Imagine that Eveready has developed solar rechargeable batteries that cost only slightly more to produce than regular batteries (less than the rechargeable batteries currently available)and can be recharged by sunlight up to 5 times,after which they are meant to be discarded.Unfortunately,the production process cannot be patented,and competitors could arrive within a few months.Eveready's marketing efforts should include all the following EXCEPT:

Although the Chevy Volt is an electric car,during Chevy's advertisements they stress the importance of "Going Electric" and "Going Green",without explicitly advertising their new vehicle.The purpose of these advertisements is to stimulate ____________ demand for an entire product class,rather than for a specific brand.

Coca-Cola has realized that the market for their first diet cola,Tab,has been significantly diminished,yet Coca-Cola still sells the product,without any major advertising to its niche market.Coca-Cola is engaging in product:

Which statement below is likely not part of a company's multiproduct branding strategy: